Journal of Marketing, Volume 90, Issue 6, Page 48-68, November 2026.
Prior alliance research in marketing has largely focused on factors that enhance alliance stability. Yet alliance terminations can also be valuable, in that they are intricately linked with firms’ strategies to (re)allocate resources to create financial …Journal of Marketing, Volume 90, Issue 6, Page 48-68, November 2026. <br/>Prior alliance research in marketing has largely focused on factors that enhance alliance stability. Yet alliance terminations can also be valuable, in that they are intricately linked with firms’ strategies to (re)allocate resources to create financial … Read More